McFIT Graffiti Jam
McFIT Graffiti Jam: when fitness meets street culture
What happens when a gym turns into an underground gallery?
You get events like the McFIT Bologna Graffiti Jams: two high-energy days packed with creativity, music, and urban culture that we had the chance to concept, produce, and communicate together with McFIT.
Two unconventional events completely outside the rules of traditional fitness marketing, designed to engage the local community, celebrate street visual culture, and connect worlds that — on paper — seem far apart. In reality, they worked perfectly together.
20 street artists + 1 gym = permanent urban art
The Graffiti Jams took place during two key moments:
- The first during the grand opening of McFIT Bologna, featuring artist Giorgio Bartocci, who created a massive mural on the exterior façade of the gym on Via Mazzini.
- The second to celebrate the gym’s 5th anniversary, with a new jam hosted in the underground floor, transformed for the occasion into a permanent street art gallery.
More than 20 street artists — from both emerging and established scenes — reinterpreted walls, pillars, and surfaces through different styles, techniques, and visual languages.
The result? A vibrant, creative, unexpected environment. A training space turned into a cultural space.
Music, performances, and Red Bull (a lot of Red Bull)
The two jams weren’t just live painting sessions, but full-scale community activations featuring DJ sets, showcases, and special guests. Among them was DrefGold, a well-known figure in the Italian trap scene, who stopped by during the second edition to say hi — and shake the walls a little.
Red Bull, partner of the initiative, supported the events with its unmistakable energy, bringing sound systems, content production, and major visibility.
When a brand gets its hands dirty (in the best way possible)
These two activations perfectly represent our approach:
helping brands connect with local communities in an authentic way, generating real value and genuine relationships.
Together with McFIT Bologna, we built two events that weren’t just about fitness, but also about art, music, urban identity, and community spirit.
And yes — walls, hands, and clothes got covered in paint.
Completely worth it.